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“Obesity is now the leading preventable cause of premature death in the state, overtaking tobacco, and the ‘Healthier. Happier.’ campaign will address the issue head on.”

The $8.5 million, three-year campaign will roll out from Sunday, with TV, print, online and outdoor advertising.

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The first phase asks Queenslanders to consider their physical activity as well as their weight, lifestyle and eating habits to determine their health and fitness age.

“No matter what your size, you should take steps to eat well and be active, improve your diet and increase your physical activity to lead a healthier life and reduce the risk of chronic disease,” Mr Springborg said.

Australian Medical Association Queensland President Christian Rowan said while the organisation hadn’t seen the ads, it approved any co-ordinated effort to combat excess kilos.

“People who are either overweight or obese run the risk of health complications related to their heart, an increased risk of Type 2 diabetes, problems with their liver – so from that perspective it’s been a growing public health issue,” Dr Rowan said.

He said he wasn’t at all surprised that many Queenslanders did not realise they were carrying too much weight.Dr Rowan is currently touring Central Queensland, visiting Biloela and Emerald on Thursday.

The NHPA report found 75 per cent of the region’s inhabitants were obese or overweight, the second worst result in the country.

Dr Rowan said there could be a number of factors at play.

“Typical inactivity and access to preventative healthcare advice can be problematic,” he said.

“Particularly in Central Queensland there’s been a lack of medical workforce and access to GPs over a period of time, so that can affect knowledge and education about appropriate portion size when actually eating meals.”

Dr Rowan recommended anyone looking to get on a health kick see their GP for a full check up.

“If someone is overweight, they might have an increased blood pressure or higher cholesterol that might need treating, so that’s why it’s important they get an assessment by their general practitioner and then potentially referred on for other health professional input.”